Netflix Price Hikes
The Complete US & UK History
Researched & Verified by the FindCheapStreaming Analytics Team
Netflix Price Hikes History Explained
Whether you are paying in Dollars or Pounds, the trend is an aggressive upward slope. From the infamous "Qwikster" split of 2011 to the Password Sharing crackdown of 2023/24, we've verified every cent by combing through 14 years of SEC filings, investor reports, and historical web archives to build the definitive timeline of Netflix price hikes.
Executive Summary
Netflix has transformed from a DVD rental service into the world's default television network. That transformation has come with a steep price tag for the consumer. Since separating streaming from DVDs in 2011, our research confirms that prices for the most popular plans have roughly doubled in both the US and UK.
- The Shift Growth to Profit. From 2011-2020, Netflix underpriced its service to acquire users. Now, with market saturation, they have shifted to aggressive price hikes to fund their $17B+ content budget.
- The Tactic "The Ladder." Netflix introduces new tiers (like "Standard with Ads") while significantly raising the price of premium tiers, effectively forcing budget-conscious users to watch commercials.
- The Stats Since 2011, the Standard plan in the US has risen by over 120% (from $7.99 to $17.99). In the UK, the Premium plan has risen by nearly 90% since its introduction.
United States Price History (2011-Present)
The FindCheapStreaming team has cross-referenced old billing statements and press releases to create this definitive table. Prices highlighted in Red indicate an increase during that specific period.
| Date | Standard w/ Ads | Basic (1 Screen) | Standard (2 Screens) | Premium (4 Screens) | Key Event |
|---|---|---|---|---|---|
| July 2011 | - | - | $7.99 | - | Streaming separates from DVD |
| May 2013 | - | $6.99 (New) | $7.99 | $11.99 (New) | Tiers introduced |
| May 2014 | - | $7.99 | $8.99 | $11.99 | First major hikes |
| Oct 2015 | - | $7.99 | $9.99 | $11.99 | Standard hike |
| Oct 2017 | - | $7.99 | $10.99 | $13.99 | 4K content tax |
| Jan 2019 | - | $8.99 | $12.99 | $15.99 | Across the board |
| Oct 2020 | - | $8.99 | $13.99 | $17.99 | Pandemic hike |
| Jan 2022 | - | $9.99 | $15.49 | $19.99 | Premium hits $20 |
| Nov 2022 | $6.99 (Intro) | $9.99 | $15.49 | $19.99 | Ads introduced |
| Oct 2023 | $6.99 | $11.99* | $15.49 | $22.99 | Basic killed for new users |
| Jan 2025 | $7.99 | Discontinued | $17.99 | $24.99 | Latest Hike |
*The Basic plan was increased to $11.99 for legacy users in 2023 but removed for new signups.
US Price Acceleration (Visualized)
• Premium (Blue line): Starts in 2013 because it didn't exist in 2011 (only Standard existed).
• Ads (Purple line): Appears in 2022 as a new budget option.
• Basic (White dotted): The line ends in 2025 because the plan was fully discontinued for all members.
United Kingdom Price History (2012-Present)
A complete matrix of how UK pricing has evolved. Note how the Premium plan has nearly doubled in price.
| Date | Standard w/ Ads | Basic | Standard | Premium | Key Event |
|---|---|---|---|---|---|
| Jan 2012 | - | - | £5.99 | - | UK Launch |
| May 2014 | - | £5.99 (New) | £6.99 | - | First hike / Basic intro |
| Oct 2016 | - | £7.49 | £6.99 | - | Basic hike |
| Oct 2017 | - | £7.49 | £7.99 | £9.99 (New) | Premium intro |
| May 2019 | - | £5.99* | £8.99 | £11.99 | Premium jumps £2 |
| Mar 2021 | - | £5.99 | £9.99 | £13.99 | Standard hits £10 |
| Mar 2022 | - | £6.99 | £10.99 | £15.99 | Across the board |
| Nov 2023 | £4.99 (Intro) | £7.99 | £10.99 | £17.99 | Ads intro / Premium hike |
| Feb 2025 | £5.99 | Discontinued | £12.99 | £18.99 | Latest Hike |
*Basic pricing in 2019/2020 fluctuated for new vs existing users, stabilizing at £6.99 in 2022.
UK Price Acceleration (Visualized)
• Premium (Blue line): Introduced much later in the UK (2017) compared to the US.
• Ads (Purple line): Arrived in 2023, offering a cheaper entry point just as Basic was removed.
• Basic (White dotted): The gap at the end signifies the plan is no longer available to purchase.
The Death of "Grandfathering"
In the early days (2014-2016), Netflix was kind. When they raised prices, they often "grandfathered" loyal subscribers, letting them keep their old rate for up to two years. This was designed to prevent mass cancellations during the service's fragile growth phase.
Why it stopped
By 2019, the concept of a grace period vanished. The market dominance of Netflix meant they no longer feared you leaving. Now, price hikes are applied to all customers almost immediately (usually within one billing cycle). The logic is simple: Where else are you going to go?
Content Spend vs. Consumer Cost
Why do prices keep going up? The simplistic answer is "Greed," but the business answer is "Budget."
In 2013, Netflix spent roughly $2 Billion on content. By 2024, that number ballooned to over $17 Billion annually. Producing shows like Stranger Things (which costs $30M per episode) or acquiring movies like Glass Onion requires immense cash flow.
The Blockbuster Strategy
Netflix stopped trying to just license old movies (which is cheap) and started building massive franchises (which is expensive). They are essentially trying to run a global Hollywood studio inside a tech company.
The Subscriber Plateau
When subscriber growth slows down (as it did in 2022), the only way to increase revenue is to charge the existing users more. This is known as extracting higher ARPU (Average Revenue Per User).
The Ad-Tier Pivot (2022)
For years, CEO Reed Hastings said Netflix would "never" have ads. In November 2022, that promise broke.
The introduction of the "Standard with Ads" plan ($6.99 / £4.99) was a strategic masterstroke. It serves two purposes:
- The Safety Net: It prevents people from cancelling entirely when prices rise. "I'll just downgrade to the ad plan" retains the user.
- Hidden Revenue: In many regions, the Ad-tier actually generates more revenue per user than the Standard plan, because the ad revenue combined with the subscription fee is higher than the subscription fee alone.
The Library Paradox: Paying More for Less?
While prices have skyrocketed, long-time users often feel the library has shrunk. This isn't just nostalgia; it's a licensing reality.
In the 2010s, Netflix was the only player in town, so they could license The Office, Friends, and Disney movies for pennies. As competitors like Peacock, Max, and Disney+ launched, they pulled their content back. The result? You are now paying $17.99 largely for Netflix Originals, whereas you used to pay $7.99 for "everything."
This shift from "Aggregator" (hosting everyone else's stuff) to "Creator" (making their own) is the single biggest driver of the price hikes. You are funding the production of new shows, not just the server costs of hosting old ones.
Inflation or Inflation-Plus?
Un's Reality Check: Is this just normal inflation?
If we adjust the 2011 price of $7.99 for US inflation, it would be roughly $11.16 in 2024 money. However, the current price is $17.99.
The Verdict: Netflix prices have outpaced inflation by roughly 61%. You are paying significantly more in real terms today than you were a decade ago. However, the library is also thousands of times larger.
The Hidden "Password Sharing" Hike
In 2023, Netflix cracked down on password sharing. While not technically a "price hike" on the plan itself, it was a massive cost increase for families living apart.
Previously, a college student could use their parents' account for free. Now, they must be added as an "Extra Member" for $7.99 / £4.99 per month. For a family sharing one account across three households, the monthly cost effectively jumped from $20 to $36 overnight.
This "Paid Sharing" rollout was a gamble that paid off. Despite initial outrage, Netflix added millions of new subscribers in 2024, proving that users were addicted enough to the service to pay the extra fee rather than cancel.
Future Outlook: The "Sports" Tax
If you think the hikes are over, think again. Netflix is currently pivoting into live events, which are notoriously expensive to license. Their $5 Billion deal with the WWE (starting in 2025) and their acquisition of NFL Christmas Day games signals a new era.
Prediction: $30 Premium?
Analysts predict that by 2027, the Premium plan in the US could touch $30/month. As Netflix integrates more live sports and gaming features, they will likely justify these costs by comparing themselves not to other streamers (like Disney+), but to cable TV packages, which traditionally cost $80-$100 a month.
Our Research Methodology
The FindCheapStreaming Analytics Team is committed to data accuracy. This timeline was constructed using the following primary sources:
- 1. SEC Filings (10-K & 10-Q): We reviewed Netflix's official financial reports from 2011 to 2025 to verify ARPU (Average Revenue Per User) and pricing announcements.
- 2. Historical Web Archives: We utilized the Wayback Machine to access Netflix's signup pages for the US and UK markets for every month over the last 14 years to confirm exact price points.
- 3. Official Press Releases: All dates correspond to official press statements from Netflix's Investor Relations.
This data was last verified on December 9, 2025.
Un's Final Verdict: Is It Still Worth It?
Look, nobody likes paying more. The days of the $7.99 "all you can eat" buffet are gone forever. Netflix has essentially become a utility bill—like electricity or water—that most households feel they can't turn off.
The Strategy for You: If you are on the Premium plan just for 4K, ask yourself if you really notice the difference. Downgrading to Standard (or even the Ad tier) can save you over $100/year. Churning (cancelling for a few months when there's nothing to watch) is the only real power you have left as a consumer. Use it!
Article Written By Hasnaat Mahmood
About the Writer: Hasnaat is the CEO of FindCheapStreaming. With a deep passion for TV shows and movies spanning over 15 years, he manages our editorial standards and testing methodologies.
Hasnaat Mahmood has spent hundreds of hours reviewing all streaming providers. See how we rate streaming service providers.